Title: Organic food consumption perspectives, motivators and barriers following an organic food intervention program: a qualitative study among rural and urban communities

Authors: Vivien How; Hafizah Rukman; Nurul Afina Ahmad Zamani; Maisarah Nasution Waras

Addresses: Faculty of Medicine and Health Sciences, Department of Environmental and Occupational Health, Universiti Putra Malaysia, 43400 Serdang, Selangor, Malaysia ' Faculty of Medicine and Health Sciences, Department of Environmental and Occupational Health, Universiti Putra Malaysia, 43400 Serdang, Selangor, Malaysia ' Faculty of Medicine and Health Sciences, Department of Environmental and Occupational Health, Universiti Putra Malaysia, 43400 Serdang, Selangor, Malaysia ' Department of Toxicology, Advanced Medical and Dental Institute, Universiti Sains Malaysia, Bandar Putra Bertam, 13200 Kepala Batas, Pulau Pinang, Malaysia

Abstract: This qualitative study investigates the perspectives, motivators, and barriers to organic food consumption among rural and urban communities in Selangor, following a 16-day organic food intervention. Nine rural and eight urban households, each including an adult parent and child, participated, transitioning between conventional and organic diets. Data collection involved pre- and post-intervention questionnaires and interviews, analysed thematically using ATLAS.ti software. The analysis identified distinct themes related to barriers (price, familiarity, sensory appeal, convenience, and life circumstances) and motivators (eco-friendliness, accessibility, education level, and health) for organic food consumption. The findings highlight the complex factors influencing organic food choices in both community types, offering insights into the impact of the intervention. This study underlines the importance of understanding these dynamics to tailor strategies for promoting organic food consumption across different communities.

Keywords: organic food; barriers; motivators; perception; qualitative study.

DOI: 10.1504/IJENVH.2025.154788

International Journal of Environment and Health, 2025 Vol.11 No.3, pp.192 - 210

Received: 05 Apr 2024
Accepted: 09 Jan 2025
Published online: 14 Jul 2026 *

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